Key Trends in Food, Nutrition & Health 2017 - And how they can work for you NEW NUTRITION BUSINESS - FDIN
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Key Trends in Food, Nutrition & Health 2017 And how they can work for you Presentation for FDIN © New Nutrition Business February 2017 NEW NUTRITION BUSINESS
Who we are • Founded in 1995, New Nutrition Business is the world’s number 1 provider of strategic and market insights into the business of food, nutrition and health • From global giants to start-ups, our clients include the world’s most innovative food, beverage and ingredients companies. • We interview more than 500 senior executives, worldwide, in foods, beverages and ingredients every year, giving us an informed, first-hand, global view of what works, what doesn’t work - and why. © New Nutrition Business 2 NEW NUTRITION BUSINESS
Many things can be trends. For us a Key Trend is one that: 1) Drives growth 1. Will stick around for the long term 2) Will endure 1. Is going to produce growth in demand for foods and beverages that connect to it © New Nutrition Business NEW NUTRITION BUSINESS
When companies search our site for information, this is the top search query… ….because “belief” beats “science” ….because belief drives “consumer need” 5 © New Nutrition Business NEW NUTRITION BUSINESS
Connecting to naturally functional is the strongest foundation for success Naturally Functional is behind the success of almonds, Greek yoghurt, coconut water, olive oil, blueberries… High calorie foods which are “healthy” are now accepted by consumers – because naturally healthy beats calories Almonds: 600kcal/100g © New Nutrition Business Olive oil: 820kcal/100ml Flaxseeds: 530kcal/100g 7 NEW NUTRITION BUSINESS
Beetroot re-born Historically beetroot was seen as a vegetable with a very divisive taste that was difficult and messy to prepare. That all changed because of: Snacking: Innovative Marketing: beetroot growers re- Beetroot companies positioned beetroot as a invested in consumer snack, offering ready-to- PR eat products, often in composite snacks with cheese or nuts Sportification: A creative beetroot grower turned to the sports science and began marketing beetroot juice as Naturally functional: The media has sports drink, with great success extensively covered the emerging science on beetroot. There are 369 studies about Beet It shots, popular in the sports beetroot (165 are human studies). Of that world due to beneficial effects on total, 103 studies are focused on exercise, sports performance of which 65 are human © New studies. Nutrition Business NEW NUTRITION BUSINESS
A surge of interest in turmeric Dairy: Moo Shake in India was the first UHT milk drink with curcumin, produced by Milk Mantra Dairy. “Gives your immune system a boost, is a powerful antioxidant and has anti-inflammatory In the UK, upscale retailer properties”. Waitrose has launched turmeric yogurts nationally. In Australia turmeric lattes are widely available in cafes in major cities and home mixes can be found in mainstream supermarkets. © New Nutrition Business 9 NEW NUTRITION BUSINESS
Media coverage on inflammation is broad. The most common topics are the symptoms, causes and dangers of inflammation and anti-inflammation diet & foods. © New Nutrition Business NEW NUTRITION BUSINESS
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Inflammation is at Day 1 Inflammation is a normal response from the human body to keep its “normal state” under control. It is part of the body’s healing response to infections or injuries. But inflammation can affect several pathways in the body and result in illness. 1. A wealth of “naturally functional” food ingredients (so no need for health claims). 2. Growing body of science. 3. Several biomarkers health halo ingredient to drive sales. Turmeric has exploded in the supplement market and in foodservice in major cities in the US and Australia, with some brands using turmeric as health halo ingredient to drive sales. © New Nutrition Business NEW NUTRITION BUSINESS
“One of the first directions that anti-inflammatory products are likely to take is in relation to digestive health – a major area of consumer concern and one that has tangible symptoms.” © New Nutrition Business 15 NEW NUTRITION BUSINESS
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Consumers are becoming more interested in digestion and digestive health, including probiotics… One third of people suffer from some form of digestive symptoms – the most common ones being bloating and constipation. Source: World Gastroenterology Organisation (2016) 30% of Americans suffer from abdominal bloating. Source: Health Magazine Google searches with the terms “bloated’ and “probiotics” 2008-2016 in the UK: Google searches with the term “消化” (‘digestion’) 2010-2016 in China: Quaker Hong Kong markets itself mainly on two © New Nutrition Business benefit platforms; heart health and digestive 46 health. NEW NUTRITION BUSINESS
Many roads to digestive wellness Digestive wellness is the key benefit, and much of the interest in gluten-free, for example, came from people Googling their digestive discomfort symptoms and finding plenty of sources describing gluten intolerance as a key cause. Armed with this information, people self-diagnose. As one food executive of a maker of gluten-free For FODMAP box foods told NNB: “There’s a lot of consumer pull, and the more they’re seeking out information, the easier our job becomes.” The successes of the probiotic dairy category, the rise of gluten-free and the rise of lactose-free plant milks all illustrate Nestle how a large is beginning to segment educateofconsumers people are motivated to buy products that give them about the digestive wellness. To get there they are willing to consider more ingredients, more types of advantages avoidance of aproduct and more FODMAPS categoriesdiet thanfor everdigestive before. health FODMAP diets, also began in Australia, are an “avoidance of what’s bad” strategy that’s being embraced by a small but growing number of people and companies and given new legitimacy by Nestle’s launch of a beverage for people following FODMAP Launched in Australia in 2004, A2 Milk is a standard milk diets which does not contain any A1 protein, which the A2 Milk company argues © New Nutrition can cause digestive distress Business 18 NEW NUTRITION BUSINESS
“Feel the benefit” is key to success Battling bloating, an everyday issue, with an easy “feel the benefit” Lactose and gluten free products launched In research women 700 in Asia* 660 describe the 600 problem in a variety 457 482 500 of ways, 400 of which the most 275 263 302 300 common include: 165 200 “Feeling fat” “Feeling heavy” 100 “Feeling like there’s 0 2010 2011 2012 2013 2014 2015 YTD 2016 a balloon inflating inside me.” *Countries included: China, Hong Kong, Japan, Malaysia, Thailand and Indonesia. © New Nutrition Business Source: GNPD Mintel (2016). Claims used: Low/No Lactose, Gluten Free. 19 NEW NUTRITION BUSINESS
The field of digestive health, like everything else, is fragmenting – and that new digestive health products, in new categories, have everything to play for. The emergence a few successful probiotic juices – such as Proviva in Sweden – as well as fermented drinks such as Kevita, shows consumers are becoming more open to probiotic benefits from non-dairy sources. © New Nutrition Business NEW NUTRITION BUSINESS
The dynamics, messages and even key categories within this benefit are undergoing a major change. New science is emerging and so are the gut “experts” and “gut makeover diets” • Tips include what dietary changes to make to: “improve your gut functioning and help you lose up to 13 pounds along with changes you can make for life to help keep your gut flora happy forever”. • The science is still in its infancy when it comes to fully understanding how the gut and its microbiome can influence specific diseases. But the media is paying attention and offering broad and simplistic explanations that consumers can find easily online. © New Nutrition Business 21 NEW NUTRITION BUSINESS
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A fundamental shift in how people look at their plates – it’s not about replacing meat, it’s about broadening the healthy eating repertoire. © New Nutrition Business 23 NEW NUTRITION BUSINESS
Plant-based foods are at the heart of strategy Plant-based foods are on the agenda of almost every company: 2016 was the year when plant-based foods dominated strategy, with both Danone and Coca-Cola making acquisitions that took them into the arena. And they will drive strategy for the next five years. Whatever category you are in, plant-based foods presents a wealth of opportunities for large companies and start-ups alike, for foodservice and in branded foods. Vegetable swaps are more than a fad…a “fundamental shift” is underway in how people look at their plates. -Jordan Greenberg, vice president, Green Giant © New Nutrition Business 24 NEW NUTRITION BUSINESS
Ingredient callout: Cauliflower © New Nutrition Business 25 NEW NUTRITION BUSINESS
Opportunities for plant-based foods Whether it’s a small meal, a meal for one, a snack or as part of a meal, there’s a clear opportunity for vegetables that are convenient and require little or no preparation and are therefore easier to substitute for starches at any type of consumption occasion, as the surge in sales of riced cauliflower and spiralised vegetables have shown. Nor do you need to sell vegetables alone. Combining them with legumes or nuts or various proteins provides more variety and makes it easier for time-pressed consumers to choose your product. © New Nutrition Business 26 NEW NUTRITION BUSINESS
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Confusion and churn Another huge indicator of how consumers are attempting to redefine carb consumption is that they’re increasingly “spiralizing” – making noodle shapes of – all manner of vegetables, such as zucchini, to make them resemble pasta, and “ricing” vegetables such as cauliflower. At the same time, there are contra-indications which demonstrate that it’s possible to overstate the western shift in carb consumption. “With the focus on weight reduction taking center stage, we perceive that people are eating less bread and carbs overall – but they’re not,” said Catherine Adams Hutt, chief science and regulatory officer of Sloan Trends, a consumer goods consulting firm. UK supermarket Tesco has a range of convenient vegetable “pastas”, “couscous” and “gnocchi”. © New Nutrition Business 28 NEW NUTRITION BUSINESS
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Sportification is happening beyond food… …tourism, hobbies and even fashion are all riding the sportification wave CNBC calls CrossFit ”the world’s biggest fitness trend”. There are now more CrossFit gyms than there is Starbucks cafes in the US. Health and Fitness Travel, based in the UK and Australia, is a wellness travel company that specialises in “creating exceptional healthy holidays around the world.” © New Nutrition Business NEW NUTRITION BUSINESS
Sportification of Dining A sportification of dining can be seen in the launch of fitness restaurants and cafés across the world. Restaurants with a focus on protein, calories and “fuel food” are popping up and offer nutrition dense meals, meal plans and food for delivery or collection. Protein smoothies, egg whites pancakes and avocado dishes are common offers. Prep Fitness Kitchen in Glasgow, Scotland The Protein Bar in Sydney, Australia Protein House in Las Vegas, USA © New Nutrition Business NEW NUTRITION BUSINESS
Rather than sports nutrition going mainstream, the bigger trend is for “regular” food to be adopted by sports people. © New Nutrition Business 32 NEW NUTRITION BUSINESS
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Consumers are “taking back control” of what they buy and eat They want to feel more empowered and confident to create their own personalised healthy eating patterns. By making their own rules, consumers no longer see dietitians and health professionals as the experts on food and health. There is also a growing awareness of how diet is a personal matter – it’s the slow death of “one size fits all” dietary recommendations and the on going rise of a fragmented market. © New Nutrition Business NEW NUTRITION BUSINESS
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Giant food companies are already investing in personalized nutrition… Campbell’s has just invested $32million in a startup focusing on personalized nutrition: Habit. Launched by Plum Organics co-founder Neil Grimmer. Grimmer got his genome sequenced, his blood tested and, with the help of doctors, embarked in a customized nutrition program journey. Grimmer told NNB that “the genesis for Habit was the idea of taking a very complicated system – the process I went through – and making it available to millions of Americans at a price point that will be accessible for all”. © New Nutrition Business NEW NUTRITION BUSINESS
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Protein has a lot going for it. It is in the lucky position of being an ingredient that’s also a benefit – and if your product contains protein you don’t have to make a claim. Consumers have a wide range of often not- very-specific beliefs about protein, from a broad health halo to believing it helps with a firmer body, weight-loss and even healthier hair. • It’s a trend that has mostly been led – as trends so often are – by the US market, but it’s already strong in Latin America, Australasia and most of Europe and it’s gaining ground in parts of Asia and the Middle East, which together look like the two most promising growth areas. • One thing is very clear: around the world most people want their protein from sources that they see as being natural – whether that’s dairy, yoghurt, meat or legumes. © New Nutrition Business 39 NEW NUTRITION BUSINESS
What does it mean for companies? Quest Nutritions’ BEYOND cereal is protein (12g per 38g bar) – billed as kid in all of us who loves cereal, but Broths: Consumption of broth brewed from Snack legumes: AGAINST Inspired byTHE bothGRAIN”. It’s sweeten the plant-based the bones of chicken, cows and sheep is well- movement as well as the protein allulose, said totrend, be a sweetener “fou established in Asia, where Suntory-owned entrepreneurs have withreinvented the calories 1/10th of the humble bean as a of sugar. Brand’s Essence of Chicken is the leading tasty, vege-protein-packed snack. Brami Beans are a brand, and is now gaining traction in the US convenient form of the lupini bean, said to be the and Australia, thanks in part to the influence highest-protein bean around, and a food that fuelled of paleo eating – even on people who are not the Roman army; chickpeas too have been flavoured committed to the diet. and snack-packed by the likes of Chic-a-pea. Georgia also run in broth the pic of Brand’s Essence of Chicken we used in broth article, Ancient Nutrition’s range ticks several trendy boxes: protein, Paleo, turmeric… NNB October © New Nutrition Business 40 NEW NUTRITION BUSINESS
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Convenience is such a powerful driver that even the world’s largest kiwifruit grower (Zespri) had to invest in creating an ultra-convenient kiwiberry to respond to demand for a more convenient, snacking- friendly type of kiwi. Beetroot growers are reinventing a traditional “boring” vegetable into convenient snacking options. © New Nutrition Business NEW NUTRITION BUSINESS
There is growth potential for cheese to be reinvented as a naturally healthy snack (as it already is in many countries) Very strong science shows NO link Per capita cheese consumption (kg) between cheese and: • Heart disease France 26.3 Germany 24.2 • Risk of elevated blood pressure or Iceland 23.4 stroke Italy 21.8 • Weight gain Sweden 17.4 Denmark 15.3 Sales of cheese in China USA 14.2 increased by 20% in 2015 Australia 13.7 UK 11.7 Across Asia acceptance of cheese is being driven by the Chile 8.8 western-style foodservice Uruguay 8.5 chains and in particular pizza New Zealand 8.3 outlets. Brazil 3.7 Mexico 3.6 Japan 2.2 Colombia 0.9 China 0.2 0 5 10 15 20 25 30 © New Nutrition Business NEW NUTRITION BUSINESS Source: International Dairy Federation, Canadian Dairy Information Center.
S EN BIT EP I C CHICK HOT NAPS ION S 1: NUTRIT TABLE No limits on NPD Epic Bar launched snack bars and bites based on a combination of grass-fed meat – beef, turkey or lamb – with fruits or vegetables, targeting the niche of paleo-influenced eaters and creating a meat snacking proposition quite unlike anything that had appeared before. Peeled Snacks is one of a number of vegetable-based snack brands. This brand sells a snack made from pea flour and rice flour. In 2013 the company made it to Forbes’ list of fastest-growing companies in America and in 2016 passed $10 million (€9 million) in sales. P3 Protein Packs: Like Balanced Breaks, Kraft’s successful P3 Protein Pack makes the cheese the hero ingredient and combines it with meats, fruits or nuts and leverages the protein message. P3 protein packs grew to over $150 million (€137 million) in retail sales (IRI) within two years of launch. © New Nutrition Business 45 NEW NUTRITION BUSINESS
Ingredient callout: Chickpeas © New Nutrition Business 46 NEW NUTRITION BUSINESS
© New Nutrition Business NEW NUTRITION BUSINESS
Rehabilitation of fat + Great fall of sugar The 30 years orthodoxy of “fat is bad” means that it could be decades before consumers fully embrace the opposite message. © New Nutrition Business 48 NEW NUTRITION BUSINESS
Consumers can “forgive” a high sugar product if it delivers a desired benefit… like energy! 21% sugar 1 portion = 30g “Our research found that people have learnt that ‘sugar is bad’- but they don’t often act on it. They are very confused about what sugars are – ‘natural cane sugar’ is seen as healthy!” - Executive, biscuit brand © New Nutrition Business 49 NEW NUTRITION BUSINESS
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The future is a series of premium-priced niches © New Nutrition Business 51 NEW NUTRITION BUSINESS
Fragmentation is a key driver of strategy – and will stay that way 1. Technology: Bloggers, apps and social media platforms enable consumers to do their own research about food and health – mostly on their phones – and with this steadily increasing knowledge people feel more confident to create personalised healthy eating patterns and dietary choices and conduct their own personal eating experiments to find what works for them. © New Nutrition Business 52 NEW NUTRITION BUSINESS
Fragmentation is a key driver of strategy – and will stay that way 2. Loss of trust in expert health advice: At the same moment as technology has removed dietitians and health professionals as the gatekeepers of knowledge about food and health, the traditional health experts – academic researchers and dietitians – are beginning to look to most people as if they didn’t know what they were talking about. Changes in dietary advice, which seem to have been accelerating in frequency over the past 15 years, have created justified consumer scepticism about “expert opinions”. © New Nutrition Business 53 NEW NUTRITION BUSINESS
Thank you! Visit us at: www.new-nutrition.com Read our blog: blog.new-nutrition.com Follow us on Twitter @NewNutritionB For more information please contact Allene Bruce allene.bruce@new-nutrition.com © New Nutrition Business NEW NUTRITION BUSINESS
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